Cost To Advertise On Google

Cost To Advertise On Google – Every year there’s a new trending article declaring that “SEO is dead” or “brand awareness doesn’t matter,” something shocking that’s ready to make you spend all your money on the latest marketing craze.

Take paid search for example. Some of the buzzwords in modern legal marketing revolve around advertising on Google. Think: PPC, SEO, SEM, SERP, Performance Max and much more. Where do you even begin? And at what price? And why at the expense of other marketing opportunities?

Cost To Advertise On Google

If you’re ready to delve into these terms and find out what “everyone” in digital marketing is talking about and how things have changed this year, then go for it. It’s probably not what you expect.

How Much Does It Cost To Advertise On Google?

When your law firm starts advertising on Google, you’ll start with Google Ads. The main function of this service is pay-per-click (or PPC) advertising. This means you only pay for an ad when someone clicks on it.

Surprisingly, this paid model is not an exception for Google Ads. This has long been used to advertise on other platforms such as Facebook and LinkedIn. However, the total cost per click on LinkedIn can be $3 to $6 and on Facebook $1.70 with more complex targeting than channels like Google Ads.

This can make Google Ads a cost-effective option. However, when it comes to cost per click (CPC) by industry, things get expensive, especially in the legal field.

To understand why PPC costs are the way they are, we first need to understand how Google Ads works. The process of advertising on Google consists of several steps and may not be as easy as you think.

What Is An Exchange Rate?

To start a Google Ads campaign, you need to choose keywords that are relevant to your law firm. A keyword or phrase is a word or set of words that someone types into Google to find what they’re looking for.

For example, if you bought a new home and are looking for movers, you can search for “companies near me” on Google to find options. For a local transportation company, this offer would be a perfect keyword for a Google ad.

Similarly, if you own a personal injury practice, you can choose “personal injury lawyer” as your keyword phrase. However, unfortunately, it is not so simple. If you don’t want to spend hundreds of dollars every time someone clicks on your ad, this may not be the best option for your law firm.

Look at this example. If you decide to use “personal injury attorney” as your key phrase, you’ll have a lot of expensive competitors.

Why Doing Google Ads Yourself Might Cost You

As you can see in this example, you can pay over $130 every time someone clicks on your ad with that keyword.

Setting a keyword or phrase to something more specific to your company can sometimes help, but not always. If you are a personal injury lawyer who specializes in car accidents, you will be fine. The price of clarification in this case actually increases.

In fact, according to Google AdWords, 78 of the 100 most expensive pay terms are legal, up to $500 per click only in certain locations, even nationally.

Given these price points, let’s assume that roughly 3% of all consumers are looking for an attorney right now. By using Google Ads for your law firm, you’re targeting the only 3% of consumers who are willing to hire a lawyer to solve their legal problems today.

Gambling And Games

This leaves you with an audience that is only a very small portion of the market, making it too expensive to compete with any other lawyer looking to get the attention of that same 3% of people. That is why the price is so high.

Now, if you own a very large firm and have money to burn, this might not seem like a problem to you. If yes, then continue with your PPC strategy because Google Ads can be very effective for you if you can afford it.

However, if you own a law firm and want to control your marketing budget, we’d just say don’t advertise on Google using old keywords. It’s in your best interest to consider other options for improving your Google marketing and consider some new Google targeting options (more on that in a moment).

Problem: When consumers search for attorneys on Google, getting your firm’s name at the top of the search results is costly and expensive. Solution. Give your ideal customers a reason to search for your business name by letting Google Ads decide your destiny.

The 2022 Cost For Law Firms To Advertise On Google

Before you hit the back button because this isn’t the article you were thinking of, let’s show you how spending your money on Google Ads is hindering your success.

97% of consumers do not need a lawyer at this time. They don’t have legal problems, so they don’t even think about it. But 97% is a huge part of the market, in fact almost all of it.

Even if you were a huge law firm spending tons of money on PPC advertising and you were able to get all 3% of the market’s consumers to hire a lawyer right now…that’s still only 3% of the market. If you understand where we’re going, you may have already realized that you need to ditch the 3% idea and start marketing to the 97%.

You need to win the brand loyalty of 97% before they need an advocate. that way, when the time comes when they do need an attorney, they won’t just google “injury attorney near me”. They skip this step and type your company name directly into the search bar because they already know they are going to hire you.

How Much Does It Cost To Advertise On Amazon?

Consider why simply focusing on the 3% and targeting Google Ads keywords could be a missed opportunity to expand your market share.

The plot thickens. Google recently tried to keep up with the ever-increasing costs with a new approach called Performance Max, which is worth learning a little more about how this new change can improve your search campaigns.

Performance Max Campaigns was first announced back in October 2020 as a way for Google to add more automation to its ad product campaigns. Unlike some automated campaigns familiar to the legal space, such as Local Search Ads, Performance Max allows ads to be displayed on all resources. This includes everything from Google Ads to Gmail, the Display Network to YouTube, and more.

Unlike traditional Google ads that only use keywords, these campaigns use dynamic search ads, so you only provide copy and images or videos, and automation chooses which ads to display in response. These types of campaigns are suitable for all Google advertising resources (again, from Google Ads to Gmail, from the Display Network to YouTube).

How Much Does Google Ads Cost? Here’s How To Calculate It

All you have to do is choose your goal, budget, location and give Google a little idea of ​​your ideal targeting and let the AI ​​do the rest. Performance Max then displays ads on the Google platform that AI thinks are best for achieving that goal.

Sounds crazy, right? The idea behind Performance Max is to make it easier to run campaigns on Google without doing all the work ahead of time, instead letting AI choose the best ad type and budget.

Although still relatively new, there have been preliminary results from Performance Max showing up to a 22% increase in conversions (think law firm leads) and a 20% decrease in the total value of those leads.

This is certainly an interesting development that could make Google Ads a really attractive and less expensive approach when combined with other channels. The case studies published to date have the following in common.

Blue Key Digital Marketing Agency

Most law firms need to increase this volume to see these results immediately. Think again about the 97% who are not yet seeking an attorney. You must go to the market

As a law firm owner, you must begin by determining what will work best for your own unique marketing strategy.

Regardless, an omnichannel marketing strategy will be essential. Omnichannel marketing integrates multiple platforms and distribution methods into your overall marketing strategy. Optimizing your company’s approach across multiple platforms has proven to be the most profitable and sustainable marketing method.

Without a multi-channel approach, lumping all your efforts into one basket can lead to disaster. changing one algorithm can change your entire strategy, or an important platform can become obsolete. For example, with Performance Max, Google will kill traditional native advertising and only that

We Analyzed 4 Million Google Search Results. Here’s What We Learned About Organic Ctr

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